JINJA CITY, Uganda (UGNEWSLINE) – President Yoweri Kaguta Museveni has congratulated the Public Relations Association of Uganda (PRAU) on reaching 50 years, urging communication professionals to promote accurate information, public trust and national development.
In a speech delivered on his behalf by Joyce Juliet Nabbosa Ssebugwawo, the Minister of State for ICT and National Guidance, Museveni recognized the role of public relations in explaining government programmes, engaging citizens and ensuring that information about national priorities reaches the public.
“Reaching 50 years of existence is no small achievement. It is a testament to resilience, adaptability and the critical role that professional communication plays in nation-building,” Museveni said.
He emphasized that public relations practitioners have a responsibility to communicate accurately and responsibly, particularly as institutions engage citizens on policies and development programmes.
“There is no point in immunizing people against diseases while leaving them vulnerable to confusion and misinformation,” he said, highlighting the importance of reliable information in public life.
Museveni’s message was delivered during PRAU’s Golden Jubilee Conference at Source of the Nile Hotel in Jinja City, which runs until October 23, 2026. The week-long event features knowledge-sharing sessions, networking opportunities, recognition of former leaders and the 10th PRAU Excellence Awards, which celebrate achievements in public relations and communications.
Report calls for higher professional standards
The opening day featured the launch of The State of the PR Profession in Uganda, a desk research-based report prepared by Ipsos Uganda to examine the profession’s development, challenges and future opportunities.
Organised around three themes; Foundation, Friction and the Future, the report examines how public relations has evolved beyond media relations and publicity into a function expected to influence organizational strategy, build trust and contribute to decision-making.
Ruth Ruigu, Country Manager at Ipsos Uganda, said the report was intended to reflect on the profession’s progress while identifying the challenges and opportunities that will shape its future.
“Foundation gives us pride. Friction gives us learning. Future gives us possibility,” Ruigu said.
The report draws on desk research, Ipsos research and conversations with seven Ugandan public relations practitioners. Although it is not nationally representative, it offers insights into the profession’s development and the issues facing practitioners.
Its findings point to the need for stronger professional capabilities, better measurement of communication outcomes and greater recognition of public relations as a contributor to organizational performance.
The report also highlights the growing influence of artificial intelligence (AI) in communications. It indicates that 74.1 per cent of respondents believe AI enhances, rather than replaces, human professionals, underscoring the importance of combining technology with human judgement and expertise.
On media consumption, the Ipsos 2026 Wave 3 NAMS Quarterly Tracker shows that radio has the highest reach among active media users at 82 per cent, followed by television at 44 per cent, the internet at 33 per cent and newspapers at nine per cent.
African PR leaders call for strategic influence
Professor Michele Mekeme of the African Public Relations Association (APRA), who delivered a virtual keynote address, challenged practitioners to move beyond publicizing decisions after they have been made and play a greater role in shaping them.
She said strategic influence, credibility and trust remain central to the future of the profession, urging communication experts to contribute to decision-making rather than function only as channels for distributing information.
Mekeme also linked the future of public relations to Africa’s economic transformation, including opportunities arising from the African Continental Free Trade Area (AfCFTA).
“Credible communication and reputation management are vital in building confidence among citizens, businesses, investors and other stakeholders,” she said.
Former presidents reflect on PRAU’s journey
A panel discussion moderated by former PRAU president Tina Wamala brought together former presidents Cynthia Mpanga and Stephen Mwanga, alongside current president Irene Nakasiita, to reflect on the association’s history and the changing demands of the profession.
Mpanga described her relationship with public relations as one rooted in a personal passion for communication and storytelling.
“For me, PR is a hobby,” she said, reflecting on the personal interests that can draw practitioners into a profession built around communication, writing and relationships.
Mwanga discussed the transformation of public relations from a practice largely associated with media relations and press cutting into a broader management function.
He highlighted the growing expectation that practitioners understand organizational objectives and demonstrate how communication contributes to institutional performance, rather than measuring success solely through media coverage.
Nakasiita drew on her experience at the Uganda Red Cross Society, where she joined during a period of leadership challenges. She described campaigns and media relations efforts aimed at rebuilding public confidence.
Her experience illustrated how communication can help restore trust, maintain relationships with donors and improve an organisation’s public image.
PRAU looks to the next 50 years
In her opening remarks, Nakasiita paid tribute to PRAU’s founder, the late James R. Mutabaazi, former presidents and members of the association’s Governing Council for their contributions to the profession.
She said the anniversary provided an opportunity to celebrate PRAU’s history while considering how its founding values could guide the next generation of communication professionals amid technological change.
“Public Relations is about building relationships, reputation and partnerships that bring mutual understanding. It is the heart, not just the Press Release,” she said.
Nakasiita also acknowledged founding members, former presidents and governing council members whose leadership and commitment have helped lay a foundation for the growth of public relations in Uganda.
She thanked PRAU members for supporting the association and upholding its founding principles of advancing and professionalising the public relations industry in Uganda.
Nakasiita also recognized the partners and organisations that have supported the association, including Parliament of Uganda, Bank of Uganda, Pearl Bank, Uganda Revenue Authority, Deposit Protection Fund, Next Media, Crown Beverages Limited, Capital Markets Authority, Ipsos, Guide2Uganda, CEO Magazine, CommsofAfrica, IdeaCentral, Galaxy FM, The Independent, Business Times, SoftPower, Capital FM, New Vision, UBC, Radio One, SautiPlus, Stanbic Bank, Uganda Baati, Uganda Red Cross Society, National Water and Sewerage Corporation, Uganda Civil Aviation Authority, Microfinance Support Centre, Petroleum Authority of Uganda and Uganda Breweries Limited, among others.
The Golden Jubilee summit continues until October 23, culminating in the 10th PRAU Excellence Awards, which will recognise outstanding achievements across public relations and communications.
The anniversary comes as the profession faces growing demands to embrace technology, demonstrate measurable results and play a more strategic role in strengthening institutional reputation and public confidence.
